Strategic Marketing Plan Outline - PDF by dnc16003


									Strategic Marketing Plan Outline
Executive Summary
This is a concise summary of the plan, providing an indication of the finding,
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results and conclusions. The Executive Summary can be very useful for                          f. 020 7275 0791   E.
presentations to investors, bank managers and the like.                                           UNIT C, 17 NORTHWOLD RD, LONDON, N16 7DH

Market Situation & Analysis
External Audit (PEST: Political, Economic, Social & Technological) Analysis of the macro-environment your business exists within.
Issues which may have an indirect effect on your company. Some of the most significant opportunities and threats for the business
may be found through analysis of changes and trends in the macro environment.

Competitive Environment & Market Analysis
Evaluation of the competitive environment in order to develop and sustain competitive advantage for the business. This section
should identify where the main current competition stems from and where it may come from in the future. In addition, this section
looks at likely actions from competitors in reaction to moves your business may take.

Situation Analysis (Internal Audit)
Process of internal appraisal, examining elements of the business and their effect on the organisation. This should include
appraisal of all functions of the business and also includes the profit-making potential of the company and the facility to exploit
identified opportunities.

Strategic Marketing Objectives
The business should work towards broad business objectives relating to Return On Investment and profitability. From these,
subsidiary objectives may be applied to particular aspects of the business.

Communications Objectives
These should provide targets for the promotion element of the plan and reflect the communications techniques outlined.
Objectives should be tightly focussed using measurement and relevance. Additionally, the objectives will refer to how the
communications should affect the target audience.

Competitive Strategy & Advantage
This section will outline the way in which the business plans to create and sustain its position in the market environment.
It will detail the strategy and USP that should be utilised to develop a competitive advantage.

A pivotal component of the marketing plan, recommended steps to be taken in order to brand the company. This includes brand
values and brand message. How should the company be perceived by the public, and how will it go about ensuring that this is the
case - detailing the 'brand handshakes', the interaction between the brand and the target audience. The section also describes
how the brand identity should be represented.

Target Market
An analysis of the company’s target audience including who and where they are located. Segmentation bases will be dependent
on the business and product in hand.

Buying Behaviour
How the target audience consumes products and services, who makes the decision and what their influences are. What motivates
a buyer of the product into action.

Marketing Mix
Product: An analysis of the product in relation to the identified target segments, competitive strategy, buyer behaviour and current
Price: The development of the pricing structure for the product or service, including strategic pricing.
Place: Location analysis and recommendations.
People: Detail of the people types and interaction processes required by employees.
Physical Evidence: Physical brand communication aspects in terms of interior, uniforms and packaging.
Process: The processes involved in brand interaction.

Promotional & Communications Plan
A full Promotional Plan to ensure all objectives are met. Includes:
_ Advertising
_ Direct Marketing
_ Online Marketing
_ PR
_ Sales Promotion
_ Other Promotions

Action Plan
Timescale of all marketing activities outlined in the plan. Crucial to the optimisation of all suggested communications required in
order to fulfil the integrated communications plan.

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